Your organization needs long-form marketing-communications content. But which format should you publish it in? This blog post will help enlighten you.
Ever been in a situation where you wanted to create long-form content for your target audience, but you weren't sure which format would work best?
You're not alone. Many marketers and organizational decision-makers struggle when it comes to choosing the right type of content marketing collateral for customers, prospects and end users.
In this blog post, we'll dive into two popular types of content — white papers and ebooks — exploring their differences so you can make an informed selection that drives the most (and most optimal) results for your organization.
White papers and ebooks: which is which?
Here's a simple primer to help you understand the differences between both content marketing tactics:
​ | WHITE PAPERS | EBOOKS |
Also known as (AKA) | Whitepaper, technical report, industry report, report | Electronic book, eBook, e-book, digital guide, how-to guide, digital book, flip book |
Intended / target audience | Niche audience of experts; people with some familiarity and knowledge of the topic; decision-makers and purchasers | More of a general or "beginner" audience |
Subject matter complexity | Medium to high; breaks down complex topics, helping solve a complex challenge or inform a difficult decision | Low to medium; can educate just about anybody on the topic, even without expertise or experience with the subject matter |
Overall goal / reason to use | Position a company as a thought or industry leader; expose C-suite leaders to a new idea or technology; further the target audience's decision | Increase credibility and conversions; and/or drive growth and digital traffic |
Buyer's Journey stage | Consider and/or decision stage | Awareness stage |
Tone | More formal and authoritative | More casual, conversational, and instructional in nature |
Visual appearance | Content-heavy; traditionally more static than eBooks (e.g,. PDF format) | Lots of white space and visual elements; may also be interactive (with hyperlinks) and published in a digital book-like format |
How information is presented | Data-driven and research-heavy; may include interviews with SMEs, stats, survey and experimental results to support overall statement, findings or stance | Digestible chunks of information |
Now, let's delve deeper into what all of this means ...
What is a white paper?
Also known as ...
You may sometimes hear people refer to white papers as whitepapers (as one word vs. two), reports, technical reports, industry reports, state of X reports etc.
Intended audience / subject matter complexity
White papers are written for niche audiences. These people are likely considered experts in their field, who have some level of familiarity with or knowledge of the white paper's subject matter.
They are also often corporate decision-makers — people with some level of authority, who also hold at least a portion of their organization's proverbial purse strings.
Overall goal + place within the Buyer's Journey
Yes, white papers do have an educational component to them.
However, its main purpose is more about persuasion by:
Positioning your company as an industry thought leader; and/or
Exposing C-suite leaders / executives to a new idea or technology; and/or
Furthering the target audience's decision-making.
About that last bullet: depending on a variety of factors, white papers may be used at any stage of the buyer's journey. However, they are especially valuable for helping tip the scales toward — and expediting — a purchasing decision.
That's because white papers are written to provide additional validation to the audience's already-existing beliefs or knowledge base — which in turn furthers their decision-making.
Look and feel
Ironically, white papers don't have a lot of "white space" in them. Rather, they are:
Content- and research-heavy;
Full of statistics and tables; and
May also include interviews with subject matter experts (SMEs).
Moreover, they are written in a formal and/or academic tone.
As such, a white paper should not be considered an "easy read." But again, that's because it is written for a niche target audience — professionals who already "get" the subject matter (at least to some extent).
As for content flow, you will usually see white papers present information in a problem > methodology > solution sequence, supported by lots of data points and facts.
What is an ebook?
Also known as ...
You may hear others refer to ebooks as electronic books, Ebooks (with a capital E), eBooks (with a capital B), e-books (with a hyphen), digital guides, how-to guides, digital books, and flipbooks / flip books.
Not to be confused with fictional electronic books, the type of ebooks we're talking about in this article are used by businesses and organizations as marketing tools.
Intended audience / subject matter complexity
One of ebooks' biggest strengths is they are geared towards a much more general audience versus the highly technical nature of white papers.
In terms of subject matter complexity, ebooks are valuable for educational purposes (with a marketing twist), even for those without expertise or experience in a particular subject. They can therefore be a great tool for introducing others to a new topic, or to provide a refresher on a familiar subject.
Overall goal + place within the Buyer's Journey
Because of their educational and high-level nature, ebooks perform well at the awareness stage of the Buyer's Journey.
Good for increasing conversions and credibility, and driving growth and traffic. Can also be highly shareable ...
Look and feel
Would it be fair to say ebooks are more "fun" than white papers? Absolutely.
They're certainly prettier! Ebooks place a lot of emphasis on aesthetics, including:
Colourful graphics and images
Interactive components
Lots of white space
Easy-to-digest "chunks" of content/information (vs. long, drawn-out paragraphs you may otherwise see in white papers)
Meanwhile, ebooks are almost always written in a casual and conversational tone, adding to their readability.
Similar to white papers, ebooks' content flow often involves a problem > methodology > solution format. However, they are not so data- or research-heavy. They are also often more instructional (think "how-to"), whereas white papers tend to be more factual.
So do you need a white paper ... or an ebook?
Let's break it all down ...
White papers = the heavyweight champions of the long-form content world
Super-packed with expert analysis, deep dives, and practical solutions on a specific topic, they're kind of like that trusted advisor you turn to when you need authoritative insights.
Ebooks = a more friendly, comprehensive approach to long-form content
Offering visually appealing and easily digestible content, ebooks cover a wider range of information while also providing practical guidance. You can think of them as a companion, guiding you through a wealth of knowledge.
Whether you're aiming to establish thought leadership or provide comprehensive educational resources, either format can help turbocharge your content, keeping readers engaged and delivering immense value.
That said, figuring out "which one should I use?" does not need to be a solitary decision. That's where experienced content strategists and writers (like me!) come in.
Hire an experienced long-form content writer
Are you seeking strategic long-form content writing that differentiates your organization from all the rest?
Want an attention-grabbing, audience-persuading white paper or ebook, and need a writer to spearhead the entire project?